Multi-lingual PPC – A beginner’s guide

Although multinational companies have been operating all over the world for many years now, the Internet has created a single global marketplace. Furthermore, the rise of portable devices such as smartphones and tablets has given a new generation of people access to online content.

While this is fabulous for consumers looking to purchase products or services online, it is even better news for business, as a company’s target market is now far greater than ever before.

For any organisation looking to attract new customers, simply having a domestic website, social network page and web banner advertising is sometimes not enough. Therefore, a multi-lingual PPC campaign is highly advantageous, as it takes into account the language and culture of another country.

Identifying PPC markets abroad

Before launching any display advertising that targets another country, it is vitally important to carry out in-depth research. Although new markets and territories have a great deal of potential, jumping head first into a new PPC campaign without understanding your target market is incredibly risky.

The culture and ethics of the country in question may differ from that of your own, rendering any existing advertisement obsolete. The individual profile traits like age, gender and geographic location of potential customers will also deviate from what you’re used to, so comprehending these differences is essential.

Much like domestic markets, keywords and phrases are bound to change as well. Therefore, constantly evaluating the finer details of your multi-lingual PPC advertisement is crucial. The evolving nature of online content has the potential to eliminate stagnant promotion material.

PPC keyword translation

Simply converting English phrases into a foreign language is not advisable. Common keywords or search terms can easily be lost in translation, meaning your multi-lingual PPC advertisement becomes totally ineffective and will fail to attract website visitors.

Therefore, it is recommended to use the services of a native speaker, translation expert or digital marketing specialist like Mintcandy with in-depth knowledge of the language in question.

It may also be a good idea to look at some of the keywords being used by competitors when planning a multi-lingual PPC campaign. Researching relevant search terms in relation to your business is one of the most important aspects of online advertising. Just like domestic consumers, Internet users in another country must be able to see what you have to offer with a clear and precise advert.

Following on from this, you may even consider developing a website with various language options. Whenever a consumer in another country clicks on your advertisement, they will be taken to an easy-to-navigate website with engaging content and relevant product information.

The potential of multi-lingual PPC

Creating a unique selling point and staying one step ahead of the game are two common business strategies for companies wanting to expand, but opening up your existing product portfolio or range of services to a new market in another country has the potential to be a huge new revenue stream.

Following the same principals of domestic display advertising, a multi-lingual PPC campaign will enhance visibility, improve website traffic and ultimately lead to more online sales.